NBCU finds cross-platform ad exposure boosts viewership conversion

Maya Yegorova

NBCUniversal, the media and entertainment giant, has developed a cross-platform measurement solution that helps it better understand the tune-in conversions yielded by its advertising.

Consumers exposed to linear and digital ads have a viewership conversion rate three times higher than people only exposed to digital messaging.

That’s according to research from NBCUniversal, the media and entertainment giant, which discovered such results using a cross-platform measurement strategy around its content promotion efforts.

“We know we’re exposing viewers both on linear and digital. They’re tuning in across a whole ecosystem of linear and digital platforms, and we know that their path there is not always direct,” Brian West, SVP, Data and Measurement Strategy at NBCU TV and Streaming, said at the Advertising Research Foundation’s (ARF) 2023...

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